Our love for all things Google has never been a secret. Some of us (ahem, me) would even identify as a full-fledged fangirl. We start new client relationships with a conversation about Google Analytics. Media plans often include Google Adwords and YouTube proposals. We are certified DoubleClick users.
I always enjoy explaining retargeting to a person who is unfamiliar with the term. Usually, as soon as I begin explaining it a light bulb goes off and they realize that they have experienced retargeting. My favorite response was from my mother when I explained to her how retargeting works- “So Talbots doesn’t just serve me ads because they think I look good in their clothes?”
Many brands are beginning to see the benefits of digital media strategy, investing more and more dollars into online advertisement. One of the biggest benefits? Tracking and extensive analysis capabilities.
While us media nerds get giddy at the thought of building a campaign performance report, analyzing the effectiveness of an advertising buy isn’t everyone’s idea of a good time. So how are you, the client, able to determine if your latest digital campaign was truly a success without falling victim to analysis paralysis?
Imagine a world where people only see ads for products they were actually interested in, a world where advertisers only reach people who were really going to act on the message. As a consumer, that sounds amazing. As an advertiser that is the ultimate dream.
Media planning and buying is very much like menu planning and ingredient purchasing. Recipe options are countless, as are media campaign mixes. However there are no recipes that include only one ingredient, and there are no clients who should rely on any one type of media vehicle. It is all about the mix.
Would you fix your own tooth? Change your own oil? Cut your own hair? Well you might do some of those things, but are you doing it as well as your tooth/oil/hair professional would? So the next question is, “in the world of Search Marketing, is it better to call an expert or do-it-yourself?”